Luxury department store Harrods has become the first British retailer to launch an official WeChat (Weixin) account, as it looks to connect with the growing Chinese market.
Building on the success of Harrods official Weibo account, the social media platform will give user’s access to the latest Harrods content and the opportunity to connect directly with the world’s most famous department store.
With over 235 million active users, WeChat provides an opportunity to communicate with the retailer’s growing Chinese customers across the world, which currently represents the most significant, and rapidly growing, proportion of the retailer’s international customer base.
Harrods group director of corporate affairs, Katharine Witty said: “The WeChat launch provides Harrods with the opportunity to give our Chinese customers a more personalised service proposition and we will be rolling out exciting promotions exclusively for WeChat users.
“WeChat is the fastest-growing social media site in China, and coupled with the fact that the Chinese customer is our largest international customer group, we have responded to this by becoming the first UK retailer to launch it.”
The launch follows a number of recent additions to Harrods digital portfolio including the recently launched Harrods Magazine Mandarin iPad App.